252. Value Optimization, Hybridcasual, and the Impact of AI

HYBRIDCASUAL PLAYBOOK: metahybridcasualplaybook.splashthat.com  In this podcast episode, Michail Katkoff hosts Manish Gajria, Director of Product from Meta, and Ryan Davies, Head of Performance Marketing from Kwalee to discuss the current trends in the mobile gaming market, focusing on value optimization, hybrid casual games, and the impact of AI on user acquisition strategies. They explore the challenges of measurement and attribution in a changing landscape, and the importance of creative strategies, and share success stories from the industry. The conversation highlights the evolving nature of gaming marketing and the tools that Meta is developing to support advertisers in achieving better outcomes. Chapters 0:00 Introduction and Episode Overview 01:46 Meet the Guests: Manish Kashria and Ryan Davis 02:19 Current Trends in Mobile Gaming 04:15 Value Optimization in User Acquisition 07:24 Challenges and Strategies in Gaming Marketing 17:37 Hybrid Casual Games: The New Frontier 33:19 Success Stories and Case Studies 34:54 Gaming Apps and Value Optimization 36:17 Subscription Apps and Value Optimization 38:14 The Role of UA Managers and Automation 44:53 Combining Optimization Techniques 48:24 AI in User Acquisition 57:16 Measurement and Attribution Challenges0 1:04:03 Conclusion and Final Thoughts